CLP goes green with online CSR campaign: Plant a tree

China Light and Power (CLP) has committed to a five year plan to plant 1 million trees across Asia. In a pure play digital initiative CLP is using social media to reach out and engage consumers to get excited about environmental issues in Asia. CLP is using social networks such as Facebook and RenRen, microblogging for Twitter and Weibo along with forums, blogs and other social channels to reach a diverse Asia population. The campaign is launched in 3 languages (English, Simplified and Traditional Chinese).

The focus of the campaign is an educational animated microsite. The microsite titled "CLP Green Garden" allows users to create their own animated avatar, invite friends, select from 5 different types of trees and plant it in their garden while learning about environmental issues in Asia. As more people plant trees in the park the park grows. More trees, exotic animals and friends come out to play.

The goal of the two month campaign is to plant 100,000 virtual trees and donate HK$500,000 dollars to Green Partners across Asia.

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Douglas White founded PRDA in 2004 and has been a pioneer in Asia for social media since. Based in Hong Kong, PRDA is uniquely positioned to launch and manage social media strategies across Asia. Our expertise lies in understanding online consumer behaviour, complex social media terrain and role of language and culture. www.PRDA.Asia